Happy Family launched its first line, Happy Baby, on Mother’s Day in 2006 with a premium line of frozen baby food by Shazi Visram, a visionary thinker who saw, through her friends with new babies, a need for a healthier, more convenient alternative to homemade baby food.

Happy Family is now six years old. As their initial consumers have taken their first steps and grown up, Happy Family has been growing up right along side them. That’s why Happy Family is no longer just for babies--the company’s product offerings have expanded to now include options for babies, toddlers, and kids. Pleae note: Happy Family will be rolling out new packaging later this year. Images of the new packaging are not yet visible on their website, but example of it are enclosed in assets section of this brief. Please consider only the new packaging in your submissions as they represent the new look and feel of the brand.

The goal in this campaign is two-fold:

1: Establish the Change in Positioning:  Happy Baby is now Happy Family.   Since Happy Family was originally a baby food company, they want to emphasize that they have successfully grown up (just a little) and now produce their super foods for a wider range of ages.  Happy Baby enthusiasts—don’t freak out! Happy Baby still exists under the Happy Family umbrella.

2) Happy Family is Mom-Owned and Operated:  Their CEO and COO both have young children. Happy Family also has a group of 50 Moms across the country who are dedicated to teaching their communities about enlightened nutrition and the benefits of Happy Family. Consumers can trust Happy Family and their mission: to provide the healthiest food possible for babies, toddlers, and kids -- who would you trust more to do that than a group of moms?

Create a stylish and engaging 30-60 second video around one of Happy Family’s core brands—Happy Family (general), Happy Baby, Happy Tot or Happy Kids. Note that each segment under the Happy Family umbrella has a specific look and feel. However, rather than incorporating specific pre-existing artwork, characters, etc., what Happy Family really wants is for the videos to adhere to the sentiment of each brand—They want the feeling of the films to fit in with their conception of each brand. For a visual reference point, please refer to the Happy Family segment PDF under the assets tab of this page.

 • Happy Baby – The major highlight, above all, in Happy Baby is purity of ingredients and reassurance to moms that they are feeding their baby the very best. It is the first phase of introducing fruit, veggies, and cereals which is a big step. They want to create an atmosphere that tells moms that Happy Baby is safe, fresh, and healthy. This idea is showcased on the packaging in the whimsical animals created out of the fruits and veggies that create a fun, innocent, and reassuring atmosphere. Happy Baby products include s1 s2 and s3 Pouches, Happy Baby Puffs and Happy Bellies Cereal. 

 • Happy Tot – In the transition from baby to toddler, the child begins to eat more complicated combinations and also becomes a bit more engaged in what he/she is eating. Therefore, while still emphasizing the freshness and healthiness of the ingredients Happy Family want to create more of a fun environment through brighter colors and graphics that engage the toddler as well as the Mom. Happy Tot is also where Happy Family really begins to emphasize their belief in enlightened nutrition through the addition of Salba and other added nutrients. Happy Tot products include Happy Tot Pouches, Happy Tot Plus Pouches, Happy Tot Toddler Meal Bowls, Happy Yogis, Happy Munchieshies

 • Happy Kids – Happy Kids is the line which really marks the transition from Happy Baby to Happy Family. At this point it consists of a line of lunchbox snack packs, but will be expanding soon. To engage the kids, each product has specific characters created out of the fruits and vegetables contained within it with their own unique names and personalities. The design moves away from being so focused on ingredients, evolving into a sketch-like kid friendly feel. However, it is also still very important to reach Moms with the benefit reassurance of the healthiness of these snacks. Happy Kids products include Happy times.

 • Happy Family (General) – Happy Family is the umbrella that encompasses each of these three segments. Happy Family is a trusted brand built on creating the tastiest, healthiest, and most optimally nutritious foods for the growing family. It is mom-owned and operated and pay close attention to where they source their ingredients and their environmental impact. Their big insight is that food is emotional, not just functional. Good food makes a good life and the emotion associated with a good life is happiness. Enlightened nutrition creates happiness: the core of the brand.

--Key Marketing Messages:

• Mom-owned and operated, privately held company.

• Belief in enlightened nutrition – start with the healthiest organic fruits, vegetables, and meats and then add nature’s best ingredients like quinoa, amaranth, and especially Salba (an ancient gluten-free grain that naturally contains omega 3 fatty acids, fiber, protein, calcium, iron, and many other vitamins and minerals. Salba is featured exclusively in Happy Family products), creating superfoods! call for heroes!

 • A clear emotional benefit.

 • Innovations in the baby, toddler, and kid food space. Happy Family and the segments Happy Baby, Happy Tot, and Happy Kids as opposed to just Happy Baby.

--Consumer Barrier: Consumers tend to only think of Happy Family as a baby food company and they need to overcome that by letting people know about the expansion and new offerings.

--Target Audience: Mothers of babies, toddlers and young children.

--Exposure: Winning videos will be displayed on the completely re-designed Happy Family website.

This project will be worth a total of $15,000 and consists of two phases. Also, this tournament style process will progress differently from previous projects, so be sure to read the following information carefully.

PHASE 1: PITCH – Using text (500 characters or less), images (storyboards), video, and external links (to other supporting assets, i.e., your reel, etc.), give us your Pitch for how YOU would go about producing a Video that fulfills the project objective. Be sure to indicate which brand your Pitch is based on (Happy Family, Happy Baby, Happy Tot or Happy Kids) using the drop down menu in the submission form. The FOUR most compelling Pitches will be selected and will receive a $500 production budget to help create their Video. Those winners (upon submitting their Winner's Affidavit and IP Assignment) will also be GUARANTEED to place in the subsequent Video Phase. So, if your Pitch is selected, you will earn a minimum of $1,500 with a one in five shot at the $6,000 first place video prize. Remember your Pitch can include any, and all, of the assets mentioned above, but you MUST include a link to some of your previous video work on Tongal or elsewhere to be considered for this phase. For an example of an effective pitch, check out Sean Clark’s winning Benjamin Moore “Find Your Perfect Color” Pitch. To avoid information cascades, all Pitches will remain private until after the video winners of the subsequent phase are announced. Alternatively, even if you don’t win the Pitch Phase or choose not to create a pitch, you will still have the opportunity to create a “Wild Card” Video completely of your own creative devices in the subsequent Phase. 

PHASE 2: VIDEO – Winning Pitch creators from the previous phase will utilize their $500 advance to create fully formed 30-second video based upon their winning materials and all other creators are invited to enter a “Wild Card” submission that’s not based on any winning material from the previous phase. Remember, the FOUR Pitch winners are GUARANTEED prizes, as is ONE of the non-pitch video creators.

--Music: MusicRevolution.com, an online marketplace for royalty-free production music, is making professional tracks available to Tongal members at no charge for a limited use comp license for their submissions to the Munchkin Sometimes Things Just Click Project. MusicRevolution has preselected tracks specifically for the Project available via download link in the Excel Spreadsheet on the Project Files section of this page. Tongal members are being provided with a royalty-free license at no charge or obligation, limited for use only in connection with a submission to the Munchkin campaign on Tongal. Before downloading a MusicRevolution track, please read the License Agreement. Any use of a MusicRevolution track in connection with a submission will be subject to the terms of such License Agreement. Use of any MusicRevolution track outside of Tongal is strictly prohibited. Beyond the preselected tracks, Tongal members are encouraged to browse the entire MusicRevolution catalog available here. If interested in using a track from the MusicRevolution library that has not been preselected, solely for use in the Munchkin campaign on Tongal, please email music@tongal.com for a download link to a specific track.

1. Videos MUST not exceed 60 seconds in length. Preferred format is HD 720p 16x9.  Acceptable file formats are .mov, .avi, .mp4, .wmv. Acceptable codecs are H.264 (MP4), MPEG-4, H.263, MPGV, WMV, DivX.

2. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.

3. Videos MUST feature Happy Family products and/or the brand logo.

4. In the event you utilize any third party materials, such as music provided by a third-party music provider, you must obtain full written license and consent from the owner of such third party materials and provide such license and consent forms to Tongal.

5. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Happy Family.

6. Submissions must not portray Happy Family in a negative way, the determination of which will solely reside with Happy Family.

7. Videos must be in the English language or subtitled.

8. Limit 5 submission(s) per member, per phase.

9. Minimum 25 Pitches, or the contest will repost for 14 days.

10. Sponsor will be entitled to one reasonable round of revisions on the finished videos without providing additional compensation. Remember it's easier to re-edit than re-shoot so try to get as much coverage as possible.

11. In addition to the standard Tongal W-9, Winner Affidavit, and IP Assignment, winning video creators MUST also provide Talent, Location, and Music Releases for all assets appearing in the video as well as the project files, editing sequence and an uncompressed quicktime .mov file in either Animation or ProRes 422 codecs at either 1920x1080 or 1280x720 to claim their prize.

12. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.